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- Day 1 - Monday 6th September, 2021 Day 1
- Day 2 - Wednesday 8th September, 2021 Day 2
- Day 3 - Thursday 9th September, 2021 Day 3
Day 1 - Monday 6th September, 2021
• What is CX
• Why is it important – how does it impact my organisation?
• What new knowledge informs CX?
• Where CX started and how it developed
• Where CX is now
• What is the context of CS/CX in your organisation?
• Where does your organisation want to get out of CS/CX – results or outcomes do you seek?
• The difference between product/service centric approach to customer centric
• The Customer Centric Business Model and approach to service design and delivery
• The role of the customer strategy
• Understanding and applying customer groups
• Understanding the Two-way Value Exchange
• Examples of customer strategies
Creating your Customer Strategy: Using lessons learned from Module One and the templates provided, start to develop your own customer strategy
Day 2 - Wednesday 8th September, 2021
Feedback on the customer groups and value maps developed. Each attendee will have the opportunity to share how they created their customer groups and value maps and how this could be applied in their organisational context. Guidance and support from Mark Hocknell.
• The neuroscience behind how customers define value
• Overview of Level 1 and Level 2 Value Propositions
• Developing Level 1 Value Propositions
• Developing Level 2 Value Propositions
• Delivery of Value that is aligned with your Customer Strategy
• The Key elements of human centred design
• Service blueprints for experience delivery
• Process mapping for experience delivery
This is an opportunity to reflect on the Masterclass so far, ask any burning questions and go over any necessary actions for Module Three.
Day 3 - Thursday 9th September, 2021
• Review of the whole approach – how it comes together
• Integration with planning processes
• Customer strategy to customer value delivery
• The customer strategy is key to the measurement
• Outcomes defined
• Measuring changes in customer behaviour
• Designing performance measures for your service blueprint
• Measurement and progress
Break into small groups and reflect on the key Masterclass Modules. Discuss implementation in your organisation. What are the challenges at your organisation and where you will start.
Join Mark Hocknell for an extended interactive session where you will have the opportunity to ask any questions and get personalised feedback and insights to support you to effectively implement your customer strategy and experience design.
Key Speakers
Mark is a pragmatic consultant, author and speaker who applies a natural business talent with a broad set of methodologies and deep experience to bring about results and demonstrable change within the organisations he works with. He has 30 years experience, made up of 15 years of management consulting and a further 15 years in senior management, mainly at Suncorp. In addition to this, Mark has 12 years experience as a sessional academic with QUT and Griffith University School of Business (where he is currently a member of the Industry Advisory Board).
One of Mark’s core consulting areas is applying a Customer Centric approach to Business. This area of practice focuses on the development of customer centricity with the view of aligning resources and maximising business results. This includes the development of customer strategies, designing customer engagement approaches, customer service and experience management practice. Mark has worked across industries and applied these methods in both a B2B and B2C, as well as Government and nonprofits, with the objective to improve customer experience and customer management capability, sales results and the delivery of value to customers. His work in this area has also included the establishment of CRM and campaign management systems. He is a Net Promoter Certified Associate (NPS). During his time with Suncorp, Mark led the businesswide Alfinanz Strategy and CRM initiative that placed Suncorp with the highest cross-selling rate of any financial services group in Australia. He also managed the transformation of an existing 250-seat call centre into a 600-seat contact centre.
Mark has a depth of experience in conducting large organisational reviews, supporting ERP/CRM implementations to facilitating strategy development and planning. These skills are backed up by practical working knowledge of improvement methodologies, (e.g. Six Sigma, WorkOut™) and he is an Accredited Cognitive Edge Practitioner. He is certified in the Prosci Change Management Methodology.
Mark has used his pragmatic competencies to deliver sustainable outcomes and value. He supports this experience through formal qualifications and extensive speaking engagements on Customer Centric Business, CRM, Sales Management, Performance Measurement and Contact Centres in Australia, New Zealand and